UTV launches new channel for action movies

MUMBAI : UTV Global Broadcasting will soon be launching UTV Action. UTV Action joins the existing channel bouquet of UTV that comprises of UTV Bindass, UTV World Movies & UTV Movies. The channel will showcase action movies from Hollywood in Hindi as well as action movies from Bollywood. The channel will go live from 1 January, 2010.

In the first month of its launch, amongst others UTV Action will showcase titles like; Men in Black, Black Hawk Down, End of Days, Bad Boys – II, Grudge, Vertical Limit, Crouching Tiger Hidden Dragon, Desperado, Godzilla, Blade, Ab Tak Chappan, Border, Chandni Chowk to China, Race and Pirates of the Caribbean – Curse of the Black Pearl. The channel will have a skew towards males in the age group of 15 years and above across Hindi speaking markets.

UTV Global Broadcasting CEO MK Anand said, “Analyzing the performance of what works better with the audience within the movie space indicates that its action flicks that are most popular and deliver better. With the movie business getting bigger and with the market maturing; the generic movie platform will have to pave the way for genre-specific offerings. And the best opportunity and prospectus in such a scenario lay within the action genre. We are hoping to receive great response from our audiences. The channel has already roped in advertisers that include Hindustan Unilever, Asian Paints, TVS Tyres and HCL computers.”

There is comprehensive marketing plan supporting the launch of the new channel with high decibel presence across TV and outdoor and an on-ground activation plan. The campaign will see presence on 20 channels across multiple genres. UTV Action has booked around 300 hoardings across Mumbai, Delhi, Bangalore, Kolkata, Ahmedabad and Lucknow. The channel is also using digital cinema across 50 + cities to promote its launch.